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Work Background
Lumina BLSDigital Entrepreneur
Feb. 2025Región Metropolitana de Santiago, ChileFocused on promoting affiliate products through strategic creativity and self-management.
Managed digital marketing strategies, market research, communication campaign optimization, and SEO across various digital platforms.
Oversaw brand visual identity, target audience reach and behavior analysis, content and traffic generation
Hartem Writers - Digital Book PublishingDigital Entrepreneur
Mar. 2024Región Metropolitana de Santiago, ChileFounded and managed Hartem Writers, an entrepreneurial venture focused on editing and publishing digital books, on top of multidisciplinary project aspects: Integrated editorial, design, legal, and financial processes for the digital startup.
Developed brand identity, visual identity, content creation and a comprehensive digital strategy.
Authored and published three books on artificial intelligence (in Spanish and English) and six coloring books under various pseudonyms, developing distinct personal brands, digital footprints, and editorial lines for each.
AdelcoProduct Manager Senior Food
Sep. 2022 - Feb. 2024Las condes, SantiagoDirect Reports: 2
Coordinated multidisciplinary teams for the creation, development, launch, and lifecycle management of products.
Managed commercial relationships and negotiations with national and international suppliers for both third-party brands and private labels.
Administered commercial agreements, credit terms, business plan development, promotional activities, and coordinated with the sales force to ensure successful execution. Led strategy, market analysis, planning, execution, and performance management for the Grocery category products (representing 50% of total company sales) across three business units: ADELCO SPA, CODINA and MEMO PA (free-tax trade zones). Key Achievements:
Led an efficient sourcing project with partner ELABAL to enhance the availability of key private label products, resulting in a 20% positive impact on total category sales and over 75% in specific sub-categories.
Developed third-party and private label product lines for the national market and free trade zone, increasing overall category sales by 40%.
Sociedad Punta de Lobos Chile S.A. (Ex K+S Chile)Senior KAM Supermarkets
Apr. 2021 - Jul. 2022Las Condes, Región Metropolitana de Santiago, ChileDirect Reports: 15
Led a national team comprising salespeople, account managers, and a trade marketing supervisor responsible for field execution, opportunity assessment, and channel performance monitoring.
Managed commercial relationships, negotiations, and account administration for key clients including Walmart, Cencosud, SMU, and Tottus, covering both private labels and client-owned brands.
Administered commercial agreements, developed annual business plans, managed point-of-sale activities, and ensured efficient supply chain operations.
Oversaw sales forecasting, pricing strategy, budget management, channel profitability, and overall results. Managed point-of-sale replenishment services provided by an external agency. Key Achievements:
Optimized the replenishment service, significantly improving point-of-sale execution and achieving a 15% reduction in agency-related expenses.
Implemented rigorous control over budget allocation and spending tied to client commercial agreements, yielding a 12% saving in the annual budget.
Sociedad Punta de Lobos Chile S.A. (Ex K+S Chile)Senior KAM Distributors & Wholesalers
Apr. 2019 - Mar. 2021Las Condes, Región Metropolitana de Santiago, ChileDirect Reports: 11
Led a national sales team responsible for order taking, collections management, and brand execution at the point of sale. Conducted periodic field visits to evaluate opportunities, assess performance, and engage with key clients. Provided comprehensive management of commercial relationships, negotiations, and administration for clients within the traditional channel, encompassing commercial agreements, action plan development, and tactical activity execution.
Responsible for sales forecasting, pricing, budget management, channel results, and profitability analysis. Key Achievements:
Led and successfully implemented the customer segmentation strategic project focused on segmenting traditional channel customers and defining tailored strategies for each segment (covering sales, branding, profitability, optimal assortment, pricing), resulting in a 10% improvement in channel profitability.
Effectively managed operations during unforeseen crises (Oct-19 social uprising and pandemic), ensuring product availability, maintaining customer service levels, and upholding social responsibility commitments.
Facilitated participation in solidarity food box programs through third-party distributors, strengthening brand presence and execution within the traditional channel. Achieved an 8% incremental annual sales increase.
Led and motivated a team of 11 nationally distributed members throughout the pandemic, successfully maintaining performance levels and team morale.
Led the effective training program for the entire national sales team on the integration of a new CRM system and updated sales procedures.
Coca-Cola AndinaCencosud Senior KAM
Jul. 2018 - Mar. 2019Renca, Región Metropolitana de Santiago, ChileDirect Reports: 3
Led and managed a team of 3 supervisors responsible for the point-of-sale (POS) execution of products, brands, and promotional activities, including conducting regular field visits.
Managed the commercial relationship, coordination, and negotiations with the Cencosud category manager. Administered the commercial agreement, oversaw promotions, managed e-commerce activities, conducted category and assortment reviews (CATMAN), and ensured the execution of product and brand strategies.
Developed new business opportunities, projects, and innovations in collaboration with the client.
Responsible for monitoring execution KPIs, managing promotional forecasting, overseeing the budget, tracking account results, and ensuring efficient supply chain/replenishment.
Maintained ongoing strategic coordination with internal business partners (Embonor and The Coca-Cola Company). Key Achievements:
Achieved measurable improvements in point-of-sale execution and product assortment metrics within Cencosud stores.
Successfully developed and implemented innovation projects and identified new business opportunities with the client.
Executed high-impact POS activations, such as the Christmas Caravan, Fanta Zero Sugar gamer truck, and a Monster Zero Sugar promotion featuring trade marketing activation, all contributing positively to sales results and market share.
Coca-Cola AndinaWalmart KAM
Dec. 2016 - Jun. 2018Renca, Región Metropolitana de Santiago, ChileDirect Reports: 5
Led and directed a team of 5 supervisors responsible for the point-of-sale (POS) execution of products, brands, and promotional activities, including conducting regular field visits.
Managed relationships and negotiations with Walmart Product Managers.
Administered commercial agreements, oversaw promotions and e-commerce initiatives, conducted category reviews (CATMAN), and ensured the execution of product and brand strategies.
Developed new business opportunities, projects, and innovations in collaboration with the client.
Responsible for monitoring execution KPIs, managing promotional forecasting, overseeing the budget, tracking account performance, and ensuring efficient supply chain/replenishment.
Maintained ongoing strategic coordination with internal business partners (Embonor and The Coca-Cola Company). Key Achievements:
Led the "Walmart Cell" project, successfully integrating an 8-person team to coordinate logistics, supply chain, and commercial services for the client, resulting in significant improvements in service level indicators and sales performance.
Increased efficiency in point-of-sale execution and successfully implemented new product inclusions and promotional activities.
Developed innovative proposals in partnership with Walmart, significantly strengthening the commercial relationship.
UnileverContract Caterers KAS
Nov. 2015 - Nov. 2016Santiago, ChileManaged the end-to-end client portfolio within the Food Service Contract-caterers channel, including order and dispatch administration.
Oversaw commercial contracts and Joint Business Plans (JBP).
Led strategic business development initiatives and new product launches for assigned accounts.
Coordinated product demonstrations and kitchen trials at both company and client facilities to highlight product efficiency and quality.
Provided comprehensive client support through customized recipe development and leveraging the expertise of the culinary team. Key Achievement:
Successfully executed a product efficiency and innovation project in collaboration with key client Sodexo.
LG ElectronicsFinancial Planning Analyst
Jan. 2013 - Jul. 2014Las Condes, SantiagoPerformed financial analysis of monthly results and Key Performance Indicators (KPIs) across all subsidiary departments.
Responsible for preparing financial reports, overseeing budget adherence, and developing financial forecasts.
Led the monthly coordination with headquarters for the 4-month Rolling Forecast process.
Presented local area estimates to headquarters as part of the forecasting cycle.
Received, interpreted, and communicated forecast adjustments made by headquarters to relevant local stakeholders.
Fabricaciones Metálicas Containerland Ltda.Procurement Manager
Jan. 2011 - Dec. 2012San Bernardo, Región Metropolitana de Santiago, ChileDirect Reports: 4
Supervised a team of 4 Purchasing Executives, coordinating material reception, quotation processing, and purchase order issuance.
Managed inventory control processes and actively sourced new suppliers.
Responsible for managing international supplier relationships, including contacting, quoting, and negotiating with suppliers in China, Brazil, and Peru.
Handled the management and issuance of letters of credit for international purchases. Key Achievement:
Improved operational efficiency by implementing a new category-based inventory management system, achieving a 7% cost saving within the first six months of implementation, while also organizing purchasing frequency and optimizing warehouse storage space.
Fabricaciones Metálicas Containerland Ltda.Collections Manager
Mar. 2010 - Dec. 2012San Bernardo, Región Metropolitana de Santiago, ChileDirect Reports: 1
Supervised and trained 1 Collections Executive, overseeing effective client contact management.
Developed strategic collection schedules and projected incoming revenue.
Monitored and tracked client payments, performed detailed account analysis, and managed account reconciliation.
Ensured the availability of key financial information for the commercial team to support credit review processes and the approval of new projects.
Managed and controlled the dispatch of accounting documents to clients, including invoices, credit notes, and other relevant paperwork.
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